TVUP Streaming Media has announced the appointment of Javier Fernández as the new CEO of Tivify, the group’s direct-to-consumer Spanish streaming platform.

Fernández brings more than twenty years of experience in the strategic definition and management of consumer-facing digital products and services, developed primarily at Vodafone España. Throughout his career, he has led initiatives with a direct impact on revenue growth, operational efficiency, and service adoption, combining strategic vision, a strong customer focus, and proven execution

During his time at Vodafone Spain, Fernández held senior roles across Content Services, IoT, and Home Connectivity, driving projects that set important milestones in the market. These included the exclusive launch of Netflix in Spain, the development and scaling of the residential IoT business, and the introduction of the first premium Wi-Fi 6 connectivity service in the Spanish market.

Javier Fernández said that he joins the company “with the excitement of leading a new stage of growth, driving the development of new home services and expanding the company’s value proposition,” confident that, together with the team, Tivify will continue to advance in innovation, customer experience, and new expansion opportunities.

Edwin Elberg, CEO of TVUP Streaming Media group, noted that. as TVUP transitions from a startup to a global player, it is “critical to balance operational efficiency with commercial agility”. In this context, he emphasisef that Tivify needs to operate with its own autonomy to remain disruptive, while preserving the technological synergies of the group. In his words, Fernández has “a deep understanding of the product’s DNA and brings the strategic vision required to turn Tivify not only into a profitable standalone business, but also into a powerful engine of innovation for TVUP’s broader B2B platform”.

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Tags: spain, tivify, Vodafone